Special Issue "Sustainable Branding and Marketing"
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A special issue of Sustainability (ISSN 2071-1050).
Deadline for manuscript submissions: closed (31 December 2012)
Special Issue Editor
Guest Editor
Prof. Dr. Rachel J.C. Chen
The University of Tennessee, Center for Sustainable Business and Tourism, 311 Conference Center Building, Knoxville, TN 37996-4134, USA
Website: http://csbt.tennessee.edu/
E-Mail: rchen@utk.edu
Phone: +1 865 974 0505
Fax: +1 865 974 1838
Interests: sustainable business; sustainable tourism; sustainable development; branding; marketing; forecasting models; economic impacts; sustainable consumer services
Special Issue Information
Dear Colleagues,
While facing trade-offs among companies, many leading environmental- thinking companies have recognized the value of both redesigning their products to prevent possible environmental problems and also of obtaining positive economical benefits from the three traditional priorities (reuse, reduce, and recycle). As the green movement has stimulated profitable opportunities, new views of environmental business and sustainable branding/marketing have evolved.
Major strategy frameworks pertinent to green business growth include environmental concerns, green branding, challenges of greener supply chains, clean energy uses, volumes of carbon footprints, and recyclable packages. Discussing the strategy framework from a green branding-marketing perspective, we invite you to contribute to this special issue by submitting comprehensive reviews, case studies, or research articles.
Prof. Dr. Rachel J.C. Chen
Guest Editor
Submission
Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. Papers will be published continuously (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.
Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are refereed through a peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed Open Access monthly journal published by MDPI.
Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 800 CHF (Swiss Francs).
Keywords
- economical benefits
- reuse, reduce, and recycle
- green movement
- sustainable branding
- sustainable marketing
- green supply chains
Published Papers (7 papers)
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Received: 11 March 2011; in revised form: 13 June 2011 / Accepted: 6 July 2011 / Published: 18 July 2011
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Abstract: Corporate marketing departments use trees and forests for advertising and public relations (PR). Trees and forests constitute a tangible symbol of the environment, reinforced by the growing awareness of the role that trees play in preventing climate change. Although the carbon sequestration function of trees is valued in monetary terms, its derivative services to marketing, CSR or HR departments are not (‘greening the image’). We focus on voluntary carbon offsets and other tree-planting activities undertaken by companies, aiming to demonstrate that the value of these derivative services of trees should be considered in monetary terms. Based on a small survey and an analysis of financial data for 10 tree-planting projects in Poland, we estimate this value at USD 7.42 per tree. This value depends on external circumstances, such as the current interest in climate change and ways to prevent it.
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Received: 5 May 2012; in revised form: 27 June 2012 / Accepted: 3 July 2012 / Published: 10 July 2012
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Abstract: Qualitative interviews with participants in the cocoa (Theobroma cacao) supply chain in Costa Rica and the United States were conducted and supplemented with an analysis of the marketing literature to examine the prospects of organic and Fairtrade certification for enhancing environmentally and socially responsible trade of cocoa from Costa Rica. Respondents were familiar with both systems, and most had traded at least organic cocoa for some period. However, most individuals said that they were seeking better product differentiation and marketing than has been achieved under the organic and Fairtrade systems. Many suggested that more direct recognition of individual growers and the unique value of their cocoa throughout the production chain would be more helpful than certification for small companies in the cocoa supply chain. These findings suggest new marketing techniques that convey an integration of meaning into the cocoa and chocolate supply chain as a differentiation strategy. This involves integration of the story of producers’ commitment and dedication; shared producer and consumer values of social and environmental responsibility; and personal relationships between producers and consumers. This marketing approach could enhance the ability of smaller companies to successfully vie with their larger competitors and to produce cocoa in a more environmentally and socially acceptable manner.
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Received: 2 July 2012; in revised form: 8 August 2012 / Accepted: 22 August 2012 / Published: 31 August 2012
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Abstract: Globally, seafood is an important protein source because it is a nutritious food source produced with relative efficiency compared to other proteins. Because of problems related to overfishing and deleterious environmental impacts, over the last decade, non-governmental organizations (NGOs) have increased their focus on seafood sustainability while businesses have incorporated this issue into their corporate social responsibility (CSR) reporting. Sustainability is a concept that can be addressed in terms of scale of issues considered (narrow vs. broad) as well as the scope of how they are measured (undemanding or demanding). Currently, the message of seafood sustainability is becoming complicated in that the journey toward sustainability is being referred to as having achieved a state of sustainability. In addition, companies making a “sustainable” declaration are often at different points in the “scale/scope” arena. As a result, buyers, retailers and consumers have difficulty differentiating between these products. Furthermore, they often assume that a “sustainable” product has no further need for improvement, when in fact this is rarely the case. This change in reference from a continual process (a journey) to a static point (it is sustainable) limits further advances in seafood sustainability and the drive for continual improvement. Herein, the “Law of the Minimum”, growth toward an end goal will occur until one factor becomes limiting, is adopted as an analogy for sustainability. By refocusing the sustainability discussion on a progressive series of challenges to be met, the discussion will return to the journey as the central point. Doing so will help refresh the dialogue around seafood, and to create new opportunities for improvement.
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Received: 22 June 2012; in revised form: 17 July 2012 / Accepted: 31 August 2012 / Published: 11 September 2012
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Abstract: Both health and sustainability are stated public policy objectives in Canada, but food information rules and practices may not be optimal to support their achievement. In the absence of a stated consensus on the purposes of public information about food, the information provided is frequently determined by the marketers of product. No institution or agency has responsibility for determining the overall coherence of consumer food messages relative to these broader social goals of health and sustainability. Individual firms provide information that shows their products to best advantage, which may contradict what is provided about the product by another firm or government agency. Individual consumers do not have the resources to determine easily the completeness of any firm's messages, particularly in light of the size of food industry advertising budgets. Government rules confound this problem because there is also little coherence between the parts of government that have responsibility for point of purchase, advertising rules, and labelling. The healthy eating messages of health departments are often competing with contradictory messages permitted by the regulatory framework of other arms of government. Investments in programs that successfully promote environmental stewardship in agriculture are undercut in the market because consumers cannot support those efforts with their dollars. This problem exists despite the emergence of “citizen-consumers” who have a broader approach to food purchasing than individual maximization. Only recently have some health professionals and sustainable agriculture proponents turned their attention to these factors and designed interventions that take them into account. In this paper, which builds upon earlier work by MacRae [1], we outline key short, medium and long term initiatives to facilitate the citizen-consumer phenomenon and better support consumers in their efforts to promote health and sustainability in the Canadian food system.
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Received: 23 July 2012; in revised form: 21 September 2012 / Accepted: 2 October 2012 / Published: 18 October 2012
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Abstract: Purpose: The objective of this study is to discuss the implications of product loss rates in terms of the environmental performance of bottled wine. Wine loss refers to loss occurring when the consumer does not consume the wine contained in the bottle and disposes of it because of taste alteration, which is caused by inadequate product protection rendering the wine unpalatable to a knowledgeable consumer. The decision of whether or not to drink the wine in such cases is guided by subjective consumer taste perception and wine quality expectation (drinking the bottle or disposing of the wine down the drain and replacing it with a new bottle). This study aims to illustrate the importance of accurately defining system boundaries related to wine packaging systems. Methods: The environmental impacts resulting from wine loss rates as related to two types of wine bottle closures—natural cork stoppers and screw caps—have been estimated based on literature review data and compared to the impact of the respective closure system. The system studied relates to the functional unit “a 750 mL bottle of drinkable wine” and includes bottled wine, bottle and closure production, wine production, wine loss and wine poured down the drain. Results: The range of wine alteration rates due to corked wine is estimated to be 2–5% based on interviews with wine experts. Consumer behavior was assessed through a sensitivity study on replacement rates. When the increase in loss rate with the cork stopper is higher than 1.2% (corresponding to 3.5% corked wine multiplied by a consumer replacement rate of 35%), the influence of losses on the impact results is higher than that of the closure material itself. The different closures and associated wine losses represent less than 5% of the total life cycle impact of bottled wine.
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Received: 5 November 2012; in revised form: 12 December 2012 / Accepted: 20 December 2012 / Published: 4 January 2013
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Abstract: Sustainability marketing trends have typically been led by smaller, more mission-driven firms, but are increasingly attracting larger, more profit-driven firms. Studying the strategies of firms that are moving away from these two poles (i.e., mission-driven but larger firms, and profit-driven firms that are more committed to sustainability) may help us to better understand the potential to resolve tensions between firm size and sustainability goals. We used this approach to analyze a case study of the U.S. fair trade coffee industry, employing the methods of data visualization and media content analysis. We identified three firms that account for the highest proportion of U.S. fair trade coffee purchases (Equal Exchange, Green Mountain Coffee Roasters and Starbucks) and analyzed their strategies, including reactions to recent changes in U.S. fair trade standards. We found an inverse relationship between firm size and demonstrated commitment to sustainability ideals, and the two larger firms were much less likely to acknowledge conflicts between size and sustainability in their public discourse. We conclude that similar efforts to increase sustainability marketing for other products and services should be more skeptical of approaches that rely on primarily on the participation of large, profit-driven firms.
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Received: 2 January 2013 / Accepted: 18 January 2013 / Published: 5 February 2013
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Abstract: The purpose of this study was to (1) discover consumer purchasing behaviors while shopping as a tourist and shopping at home, and (2) investigate tourist shopping preferences for an ideal shopping environment. A sample of 1,235 respondents participated in this study. Survey participants were asked to evaluate what store attributes they desired and what sources of information they used while selecting a store to shop in during their trips. Results indicate that consumers utilized various shopping channels while shopping in various environments. Also, different types of consumers exhibited clear preferences toward their ideal shopping environment. The results of this study are helpful for future service providers, tourism businesses, and tourism retailers to plan product development, provide better services, and equip a wider range of service skills.
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Last update: 29 June 2012
